Being on the wait-list at The Granite Club doesn’t always mean you’re on the outside looking in.
With some members-to-be waiting as long as three years for a chance to join, the club, located in Toronto, decided to reward candidates for their extended interest, and patience, by inviting them to attend the Annual Family Festival of Lights that celebrates the club’s official start to the holiday season.
As Victorian carolers strolled through the club and a live pianist played in the lobby, attendees—300 of whom were candidates from the wait-list—enjoyed a fabulous, family-friendly buffet as they awaited the countdown to the lighting.
In addition to the financial benefits for the club (F&B revenues were nearly $3,000 higher than for a typical Friday night), candidates were thrilled to get an extended "inside look" at the club and be part of one of its most exclusive seasonal traditions. And as a result, they only became more eager to keep waiting for the chance to become full, year-round members.